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Gruppo Montenegro unveils new packaging for Italian liquor Amaro Montenegro

PKBR Staff Writer Published 14 June 2018

Gruppo Montenegro has unveiled a new packaging for amaro brand and Italian liquor, Amaro Montenegro, at this year’s Bar Convent Brooklyn event in the US.

The design and elements of the new bottle universalizes Amaro Montenegro as a premium brand across the globe, said the company.

The slimmer bottle design presents the brand's history in two pieces, including the creation of spirit in 1885 and the signature of Amaro Montenegro founder Stanislao Cobianchi.

Cobianchi’s signature is embossed beneath the bottle's label. The regulator has been removed from the tip of the bottle to enable easy pouring.

The front label features a growing collection of top accolades, in addition to the data and city of Amaro Montenegro's origin.

The back of the label is allotted with the space for narrating the brand's story in three parts, including genesis of the Amaro Montenegro as homage to Princess Elena of Montenegro, the future queen of Italy.

The second part explains the richness of its ingredients, which includes 40 botanicals collected from across the world.

In addition, the third part narrates about seven tasting notes, including the signature premio.

The company is planning to launch Amaro Montenegro with new packaging by the end of this year.

Gruppo Montenegro international commercial director Francesco Scaglione said: "While Amaro Montenegro is already a category leader and recognized internationally for its quality and craftsmanship, we have ambitions to grow exponentially in the United States as well as globally.

"We are proud to unveil our new bottle, which we believe is the first step in that direction."

Amaro Montenegro is comprised of 23% alcohol (46° proof), and is available at a retail price of $33.00 per 750ml bottle.

The liquor’s complex taste is characterized by a blend of sweet and bitter notes, and the same boiling, maceration and distillation process has been using since 130 years.


Image: The Amaro Montenegro with new bottle. Photo: courtesy of PRNewswire / Gruppo Montenegro.